BrightonSEO 2018: Katherine Khoo: eCommerce Stream (10am) - Selling across other search engines & multi-channel
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In the new age of voice control, micro-search engines and marketplaces, search advertising is no longer limited to Google Adwords and social media. This talk will look at diversifying how customers find your business online. Selling involves being customer-centric, so why is our approach to search not the same?
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BrightonSEO 2018: Katherine Khoo: eCommerce Stream (10am) - Selling across other search engines & multi-channel
- 1. Katherine Khoo iPages (Khoo Systems Limited) Selling on Other Search Engines & Multi-channel @iPagesCMS http://www.ipages.biz
- 3. Marketeer or Business? slideshare.net/hegakhakhfakgfka@iPagesCMS www.slideshare.net/iPagesCMS@iPagesCMS
- 4. Cross-category Variations Talk Structure Buying & Selling Habits www.slideshare.net/iPagesCMS@iPagesCMS Multi-channel & multi- search engine optimisation
- 9. @iPagesCMS slideshare.net/ 52% 45% of product searches start on Amazon First searches on Amazon… PWC Consumer Survey 2017 www.slideshare.net/iPagesCMS@iPagesCMS
- 10. @iPagesCMS slideshare.net/ Buying & Selling Habits www.slideshare.net/iPagesCMS@iPagesCMS
- 11. @iPagesCMS slideshare.net/ Where are businesses selling? 79% 73% 24% 21% PWC Consumer Survey 2017 www www.slideshare.net/iPagesCMS@iPagesCMS (?)
- 12. @iPagesCMS slideshare.net/ Where are people buying? 28% PWC Consumer Survey 2017 of people shop less often in stores due to 56% of people shop on www.slideshare.net/iPagesCMS@iPagesCMS
- 14. Category Online Instore Books, Music, Movies & Video Games 60 28 Consumer Electricals & Computers (inc. Mobile) 43 51 Clothing & footwear 40 51 Toys 39 37 Health & Beauty 37 47 Sports Equipment / Outdoor 36 44 Furniture & Homeware 30 59 Grocery 23 70 @iPagesCMS slideshare.net/ Durables vs. Consumables www.slideshare.net/iPagesCMS@iPagesCMS Nielsen Global Connected Commerce Survey
- 15. Product categories cross-platform Category Feedvisor Survey 2016 - “Purchased in the last year?” (Amazon %) 2016 Google Shopping Data by Category CTR Conversion Rate AOV ROAS CPC Electricals 67 1.49 1.95 £79 381 0.41 Books, Music, Movies & Games 61 1.37 2.22 £68 483 0.31 Clothing & Footwear 46 0.78 3.67 £41 565 0.26 Health & Beauty 44 1.05 2.79 £48 289 0.46 Furniture & Homeware 44 1.98 3.76 £49 226 0.82 Toys 27 1.03 0.75 £240 349 0.51 Sports Equipment & Outdoor 33 1.49 1.97 £136 623 0.43 Grocery 19 1.47 1.43 £180 619 0.42 www.slideshare.net/iPagesCMS@iPagesCMS
- 16. Category Feedvisor Survey 2016 - “Purchased in the last year?” (Amazon %) 2016 Google Shopping Data by Category CTR Conversion Rate AOV ROAS CPC Consumer Electricals & Computers (inc. Mobiles) 67 1.49 1.95 £79 381 0.41 Popular Amazon purchase Conversion rate from Google is not as high as some of the others ROAS is not as high either = Good for Amazon www.slideshare.net/iPagesCMS@iPagesCMS Product categories cross-platform Feedvisor 2016 Amazon Survey CPC Strategy Google Shopping Performance 2016
- 17. Category Feedvisor Survey 2016 - “Purchased in the last year?” (Amazon %) 2016 Google Shopping Data by Category CTR Conversion Rate AOV ROAS CPC Consumer Electricals & Computers (inc. Mobiles) 67 1.49 1.95 £79 381 0.41 Popular Amazon purchase Conversion rate from Google is not as high as some of the others ROAS is not as high either = Good for Amazon www.slideshare.net/iPagesCMS@iPagesCMS Product categories cross-platform $0.35 Average CPC on Amazon vs. 0.41 for this category… Practical eCommerce 2016
- 18. Category Feedvisor Survey 2016 - “Purchased in the last year?” (Amazon %) 2016 Google Shopping Data by Category CTR Conversion Rate AOV ROAS CPC Health & Beauty 44 1.05 2.79 £48 289 0.46 Less popular Amazon purchase, higher preference for in-store and Conversion rate from Google is higher = Slightly better off with Google Ads? www.slideshare.net/iPagesCMS@iPagesCMS Product categories cross-platform
- 19. @iPagesCMS slideshare.net/ It’s about multi-channel optimisation www.slideshare.net/iPagesCMS@iPagesCMS
- 20. Multi-channel optimisation www.slideshare.net/iPagesCMS@iPagesCMS Cross-category Variations Buying & Selling Habits Multi-channel & multi- search engine optimisation
- 21. It’s about multi-channel optimisation www.slideshare.net/iPagesCMS@iPagesCMS
- 22. It’s about multi-channel optimisation www.slideshare.net/iPagesCMS@iPagesCMS
- 24. Amazon optimisation Whole page indexed - content is key: Description - above key features - Char limit =500 - Can use HTML Search terms & Tech Details - Hidden from customer - Tech Details also indexed Keywords: - Use tools (SONAR) www.slideshare.net/iPagesCMS@iPagesCMS
- 25. Amazon advertising Myriad of Different Amazon Ads… - Uses same keyword driven model as Google Headline Search Ads - only enabled for sellers who are brand owners (Amazon Brand Registry.) - will be shown to shoppers regardless of who is winning the Buy Box “Consider Sponsored Products to increase product visibility, for new offers, unique selections, offers with low glance views, clearance items & seasonal promotions” Sponsored Products Requirements - Active Seller & can ship to all United Kingdom addresses - Product listings in one or more of the available categories. - New products, not used or refurbished. - Need product listings eligible for the Buy Box www.slideshare.net/iPagesCMS@iPagesCMS • Practical eCommerce • Winning the Buy Box • Amazon Advertising
- 27. Ask 1% Oath (Yahoo+AOL) 12% Bing 23% Google 64% Bing optimisation Note on Algorithm: Bing and Yahoo make up ~ 35% of the desktop search engine market —> least 51% of Yahoo's searches are using Bing's index & ranking algorithm. Product Optimisation: Use obvious SEO tactics; backlinks, on-page SEO, straightforward keywords. Note: Keywords in product description and other content www.slideshare.net/iPagesCMS@iPagesCMS
- 28. Bing Shopping ads www.slideshare.net/iPagesCMS@iPagesCMS Note on Bing Feed: you same as for Google but disregard all irrelevant fields Recent updates: • Ability to include multiple images • Product rejection emails • Simplified domain verification methods (UET tags) • Releasing price extensions • Audience Segmentation
- 30. Voice search optimisation Understand nature of voice search queries; long-tail keywords etc Who uses voice search? • Largest users are busy parents 72%will use next month vs 51% of non-parents of parents Bain & Co 2017 www.slideshare.net/iPagesCMS@iPagesCMS
- 31. 70.6%of voice-enabled speaker market is Amazon Echo Bain & Co 2017 www.slideshare.net/iPagesCMS@iPagesCMS Voice search optimisation
- 32. 54% Bain & Co 2017 recommendations are ‘Amazons choice’ products of first Alexa www.slideshare.net/iPagesCMS@iPagesCMS Voice search optimisation
- 33. www.slideshare.net/iPagesCMS@iPagesCMS A note on Google Shopping…
- 34. www.slideshare.net/iPagesCMS@iPagesCMS Where are your customers?
- 35. Marketeer or Business? slideshare.net/hegakhakhfakgfka@iPagesCMS www.slideshare.net/iPagesCMS@iPagesCMS Marketeers: • Additional recommendations • Customer insights (through buying habits) • Opportunity to create a long-term multi-channel & • Multi-search engine strategy Businesses • How well do you know your customer? • You control where your product is listed, are you selling in the right place? • Consider your wider strategy.. and get creative!
- 36. Multi-channel & multi- search-engine optimisation Cross-category Variations In closing… Buying & Selling Habits www.slideshare.net/iPagesCMS@iPagesCMS
- 38. Thank you! Email: katherine@ipages.biz Twitter: @iPagesCMS Slideslide: https://www.slideshare.net/iPagesCMS www.slideshare.net/iPagesCMS@iPagesCMS